Anthony Pierri @apierriPMM Twitter profile

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Anthony Pierri

@apierriPMM

8 months

One of the most common mistakes early stage founders make? → they want to lead with a brand marketing messaging on the homepage It's an understandable mistake. "I LOVE how @SlackHQ talks about themselves on the homepage. We should emulate them!" The problem? → Slack was

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Anthony Pierri

@apierriPMM

8 months

"We do X, Y, and Z all-in-one — that's our unique value proposition!" (Get ready to compete with competitors of X, competitors of Y, and competitors of Z 😬) Founders usually think that if they start addressing more use cases, that will help them beat their direct competitors

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Anthony Pierri

@apierriPMM

6 months

One of the biggest mistakes startups make? → having different teams own messaging in different parts of the customer journey In a perfect world, the customer journey is TRULY... a journey. (I.e. there's a unifying thread from beginning to end) 1️⃣ In reality, marketing

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Anthony Pierri

@apierriPMM

8 months

If you have a risky product... you're going to have a harder time reaching the risk-averse mainstream market. Early adopters ARE willing to accept some level of risk: ✅ technology enthusiasts want to get their hands on new tech and push it to it's limits ✅ visionary,

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Anthony Pierri

@apierriPMM

1 year

How to visualize product-market fit from a PMM perspective (using @loom as an example) Let's start with the PRODUCT. Think of a product as a "stack" of elements: (1/8)

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Anthony Pierri

@apierriPMM

8 months

Startups need to find product-market-fit not once... ...but twice. When we work with early stage startups, they usually have some semblance of PMF → but with the early market. They've found technology enthusiasts and visionaries who want to get their hands on the new

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Anthony Pierri

@apierriPMM

8 months

Most successful all-in-one startups didn't START as all-in-one's. They earned the right to be all-in-one by really NAILING a point solution. Getting someone to buy-in to every part of your all-in-one software requires a TON of trust. If you're an early stage startup and you've

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Anthony Pierri

@apierriPMM

8 months

The reason most startups struggle to write their website messaging... ...is ACTUALLY rooted in a change in positioning. There are three ways companies re-position: 1️⃣ Expanding their positioning → if a company decides to target more company types, personas, or use cases,

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Anthony Pierri

@apierriPMM

6 months

If you're a newcomer to B2B marketing, it can feel like you need to learn a new language! There are so many different phrases to remember, roles to learn, etc. It can feel extremely daunting. I'm here to make your life just a little easier — I've compiled a list of the most

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Anthony Pierri

@apierriPMM

7 months

Features, capabilities, benefits: → the three most important concepts in messaging Most people only distinguish between features and benefits. But they use "benefit" in inconsistent ways. Sometimes they mean "what you can do with the product." Sometimes they mean "the

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Anthony Pierri

@apierriPMM

8 months

What makes a product "hard-to-market"? The most difficult products to market are those that lack any meaningful positioning reference points. You can position your product relative to other ⬛️ tools → this is what call "competitive positioning" → i.e. " @Superhuman is the

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Anthony Pierri

@apierriPMM

8 months

In B2B, Brand Marketing and Product Marketing have opposite goals. ✅ The goal of most Brand Marketers: → Making your product seem BIGGER than it is so it’s easier to BELIEVE IN 🤩 🚀 ✅ The goal of most Product Marketers: → Making your product seem SMALLER than it is so

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Anthony Pierri

@apierriPMM

8 months

"Founders think if they JUST launch this next feature, they'll be successful." - sometimes, this is actually true 👀 Everyone knows to avoid the famous "feature trap," and it comes from a good place. I know founders who have spent multiple years fine-tuning a product, adding

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Anthony Pierri

@apierriPMM

8 months

"Nobody cares about features!" Actually, they DO care about features... ...once you show how the features solve a real problem.

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Anthony Pierri

@apierriPMM

7 months

The best solopreneurs were often horrible employees. Not in the sense that they didn’t work hard… Or were lazy… Or were unreliable… But in the sense that they constantly pushed to make the org better. Which meant calling out sacred cows. And delivering hard-to-hear

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Anthony Pierri

@apierriPMM

7 months

Product marketing = you're marketing the PRODUCT Brand marketing = you're marketing the BRAND Everybody gets wrapped around the axle with definitions. But sometimes... you literally just have to look at the words. Before you spend money on marketing as an early stage founder,

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Anthony Pierri

@apierriPMM

8 months

Our business could not exist if it wasn’t for @simonsinek . He convinced a generation of startup founders that the thing potential customers would care most is their WHY. Which led a generation of founders to lead with messages like “we’re revolutionizing the payments

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Anthony Pierri

@apierriPMM

8 months

"Our target segment is the enterprise!" ...if you've said this as early stage founder, you might be in trouble 🫣 Everyone loves the idea of moving up market. Selling to enterprise companies has huge benefits: ✅ huge revenue potential ✅ long-term contracts ✅ endless

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Anthony Pierri

@apierriPMM

8 months

Founders often underestimated what is needed to get a truly revolutionary idea off the ground. "We have a radical new of doing things! Once we get people on board, we're going to become a billion dollar company!" Unfortunately, startups with incredible teams still fail...

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Anthony Pierri

@apierriPMM

8 months

A lot of startups think they are doing demand gen… …when they are ACTUALLY doing brand marketing. (TL:DR you should probably kill your podcast) A quick refresher on each concept: 🟦 Demand Gen: seeks to create a need for your products or services in the minds of potential

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Anthony Pierri

@apierriPMM

8 months

Founders think that they're REMOVING competitors by combining categories. They aren't. They're adding more. Well over half the founders we work with have taken several existing product categories and combined them into a new "platform." The value prop often involves some

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Anthony Pierri

@apierriPMM

6 months

A common homepage mistakes: → expecting it to do what only a 6-7 figure salesperson can do 🤷🏻‍♂️ Why do we pay sales people? They're able to translate FUNCTIONAL value into BUSINESS value for prospects. Take a real world example: @clickup They understand this principle,

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Anthony Pierri

@apierriPMM

1 year

The problem arises when people try to assign multiple products to a broad use case: • "grow your business" • "strengthen your digital infrastructure" • "build resilience" These aren't real use cases ^ They are simply too broad to mean anything to anyone.

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Anthony Pierri

@apierriPMM

7 months

@aakashg0 Thanks so much for sharing this! Loved doing this collab!

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Anthony Pierri

@apierriPMM

1 year

It's not a choice between quality and quantity. Quantity (+ learning) PRODUCES quality.

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Anthony Pierri

@apierriPMM

6 months

"We're selling an end-to-end platform to the enterprise." - famous last words of early stage founders Obviously, the perfect world as an early stage company is to sell only 6-7 figure deals at a highly repeatable rate. (Especially since it seems like collectively the entire

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Anthony Pierri

@apierriPMM

8 months

@hnshah Thanks for resharing! I am the original creator of the post (in case anyone wants to tell me it’s way off 😂)

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Anthony Pierri

@apierriPMM

6 months

How should you structure your homepage if you have multiple products? Here are the four main approaches: 👇🏻 1️⃣ List your products by priority The way you prioritize will be different from company to company. What is matters is that you ARE prioritizing in some way or another

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Anthony Pierri

@apierriPMM

1 year

If you're an early stage startup, all marketing is product marketing.

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Anthony Pierri

@apierriPMM

1 year

I don't know who needs to hear this... ...but "jumping between multiple tools" isn't a real problem 🤷🏻‍♂️ Count how many times you switch apps on your phone in a given day. → Has that every bothered you? → That you need to switch from your messaging app to your email app? (1/2)

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Anthony Pierri

@apierriPMM

8 months

@nurijanian Thanks so much for sharing this!! A classic from the archives

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Anthony Pierri

@apierriPMM

8 months

@carlvellotti @simonsinek 0% chance he sees this or responds 😂

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Anthony Pierri

@apierriPMM

6 months

There's a huge disconnect between the way executives think customers buy their software... ...and how customers ACTUALLY buy their software. When do high level decision makers get brought into the buying cycle? Near the end. By the time they enter the picture, sales teams

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Anthony Pierri

@apierriPMM

1 year

Sometimes, it's better to just list your products and say what they do. This method may not make executives happy (especially if they want to feel more important than they actually are)... ...but this method for sure makes your potential CUSTOMERS happy.

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Anthony Pierri

@apierriPMM

1 year

Positioning = customer segmentation + product differentiation

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Anthony Pierri

@apierriPMM

8 months

@nurijanian Thanks so much for the re-share! I thought it's probably about time I start posting the Fletch stuff on Twitter 😂

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Anthony Pierri

@apierriPMM

1 year

Marketing in #saas

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Anthony Pierri

@apierriPMM

6 months

If it looks like a duck... swims like a duck... and quacks like a duck...

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Anthony Pierri

@apierriPMM

1 year

Finally, 🌈 VALUE: What they would pay to get access to the product and solve their problem & make progress. (8/8) #productmarketing #saas #startups

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Anthony Pierri

@apierriPMM

1 year

Now let's move on to the MARKET SEGMENT: 🟨 Persona & Company Type: The ideal user in the ideal company for your product. You may only have one or another one of these and not both depending on the type of product you've built. (6/8)

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Anthony Pierri

@apierriPMM

1 year

Instead, there are cases where simply listing the products you've created can be much clearer (and helpful) to customers trying to figure out what the heck you are even selling. #productmarketing #saas #startups

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Anthony Pierri

@apierriPMM

1 year

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Anthony Pierri

@apierriPMM

8 months

@nurijanian why does the salute emoji look like someone wearing a French beret 😂

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Anthony Pierri

@apierriPMM

1 year

@svorklab Freestyle in the canvas like a mad man

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Anthony Pierri

@apierriPMM

8 months

@aakashg0 Thanks so much for having me!!

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Anthony Pierri

@apierriPMM

8 months

@StuLierich every time!

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Anthony Pierri

@apierriPMM

8 months

A great example of really clear feature sections comes from @Techstars -backed startup @gettalisman , a former client of ours. They're solving the use case of subscription management for teams that have lots of SaaS apps — but aren't large enough to have dedicated IT teams.

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Anthony Pierri

@apierriPMM

6 months

@KiwiDenny @aakashg0 @onejasonknight @ParvSondhi @ant_murphy @ddeolalikar @nurijanian @lennysan @JustAnotherPM @shreyas @iamireneyu Thanks so much for including me here! 🙏🏻

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Anthony Pierri

@apierriPMM

8 months

The sentiment ("nobody cares about features") makes sense if people are just talking about features in the abstract. If the website lists... → "104MB/s" → "Blockchain consensus algorithm" → "Asynchronous JavaScript and XML (AJAX)" ...pragmatic business buyers won't care.

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Anthony Pierri

@apierriPMM

8 months

@hnshah Appreciate the share (to your monster audience!)

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Anthony Pierri

@apierriPMM

1 year

Slack's total addressable market is roughly 1 billion knowledge workers. Depending on whose stat you trust, Slack has around 40m active users. Some quick napkin math: Slack has reached about 4% of their total TAM. So the question is... what are the other 96% using?

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Anthony Pierri

@apierriPMM

8 months

The promise of Talisman is you can know exactly what apps you're paying for, how many users are actually using each app, when renewal dates are coming up, etc. Here's how they show that in a feature section:

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Anthony Pierri

@apierriPMM

8 months

@rileyhennigh 🙏🏻

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Anthony Pierri

@apierriPMM

1 year

⬛ Context: Their world today without your solution, and how they're trying to make progress. 🟥 Problem: The issues caused by doing it the way they currently do. These go hand in hand — the context without your product leads to issues that are solved by your product. (7/8)

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Anthony Pierri

@apierriPMM

1 year

OR should it be written for the remaining 68%? 680m people? This is what I would recommend, which would probably look closer to what they had in 2020: H1: Slack replaces email inside your company. H2: Keep conversations organized in Slack, the smart alternative to email.

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Anthony Pierri

@apierriPMM

1 year

@carlvellotti Thanks for resharing this! (I am the original creator of this image)

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Anthony Pierri

@apierriPMM

8 months

@nurijanian Yes please 🙏🏻 Me if it's my posts and @heyrobk for any of Rob's (we probably need to create a Fletch account eventually 😂)

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Anthony Pierri

@apierriPMM

7 months

@nurijanian 🙌🏻 🙌🏻 🙌🏻

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Anthony Pierri

@apierriPMM

1 year

3/8 🟩 Features: These are the nuts and bolts of your product, the "what". Features can be technical in nature, but also can include things like user experience, customer service, credibility, etc.

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Anthony Pierri

@apierriPMM

1 year

🟦 Benefits: How the product is increasing the good or decreasing/removing the bad, the "why". This is the OUTCOME of using the capability — what does that unlock actually change for me OUTSIDE of the product? (5/8)

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Anthony Pierri

@apierriPMM

7 months

@carlvellotti Thanks so much for re-sharing!! 🙌🏻

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Anthony Pierri

@apierriPMM

8 months

They highlight the main outcome of using the feature: #productmarketing #saas #startups #gotomarket

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Anthony Pierri

@apierriPMM

7 months

@carlvellotti I'm trying 😭 😂

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Anthony Pierri

@apierriPMM

8 months

The cure is to talk about features in the context of a specific use case and problem. If you do this, features become one of the biggest credibility-building assets in your tool belt.

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Anthony Pierri

@apierriPMM

7 months

@nurijanian Thanks so much for re-sharing this! You're singlehandedly building my Twitter following 😂

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Anthony Pierri

@apierriPMM

8 months

@Daniel_Kyne Yeah, you could be right! They probably worked hand in hand.

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Anthony Pierri

@apierriPMM

8 months

@nurijanian Thanks for re-sharing this!! For anyone who enjoyed it, feel free to give me a follow 👌🏻

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Anthony Pierri

@apierriPMM

1 year

Should it be written for the 28% that's already using Teams? Their homepage is DEFINITELY not answering "why Slack over Teams". And teams users aren't likely to be reading the homepage in the first place.

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Anthony Pierri

@apierriPMM

1 year

"Slack is so big, it doesn't matter WHAT they put on their homepage!" According to @SlackHQ , this is a dumb way of thinking.

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Anthony Pierri

@apierriPMM

7 months

@nikolas_chap Thanks so much for sharing this!!

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Anthony Pierri

@apierriPMM

8 months

If I say my software can get you 50 leads a month, you'll say "tell me how." At that moment, I would be smart for me to SHOW THE FEATURES. "HERE'S HOW IT WORKS." And if it's a good product, then you'll be more likely to believe the promise of the outcome.

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Anthony Pierri

@apierriPMM

7 months

@Treggify It's supposed to show that it's "hot" 😂

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Anthony Pierri

@apierriPMM

8 months

@coltfeltes I figured it's probably time I start dual-posting 😂

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Anthony Pierri

@apierriPMM

8 months

They show the actual feature:

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Anthony Pierri

@apierriPMM

8 months

@sweatystartup I just got the Mous backpack for that exact reason and am loving it so far

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Anthony Pierri

@apierriPMM

8 months

@runsupervised 💀

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Anthony Pierri

@apierriPMM

8 months

But here's the thing... NOBODY DOES THIS. The REAL problem is that everybody is so afraid of over-messaging on features that they've swung the pendulum to the opposite side and don't share ANY features at all!

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Anthony Pierri

@apierriPMM

1 year

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Anthony Pierri

@apierriPMM

1 year

🟧 Capabilities: The new things you can now do that you couldn't before, the "how". These have to be tied to a specific feature. What do I actually DO with the features of the product? (4/8)

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Anthony Pierri

@apierriPMM

8 months

This (to me) is WORSE than the feature-dumping. Outcome-only messaging is the least possible customer-centric way you can message. With feature-dumping, a very eager visitor could at least TRY to figure out what the features do (with the help of Google or ChatGPT).

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Anthony Pierri

@apierriPMM

8 months

They highlight the main capability:

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Anthony Pierri

@apierriPMM

8 months

They talk about the specific problem:

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Anthony Pierri

@apierriPMM

8 months

@runsupervised Every time I opened the app, it would be a different person resharing our posts with like tens of thousands of impressions. So I figured we might as well be getting those 😂

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Anthony Pierri

@apierriPMM

7 months

@naslouki @aakashg0 Super interesting stuff! Thanks for the shout out btw 🙏🏻

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Anthony Pierri

@apierriPMM

1 year

🟪 Category: Essentially, where does your product live on the supermarket "shelf"? Who do people compare you to? (You want to choose something that highlights your strengths and downplays your weaknesses) (2/8)

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Anthony Pierri

@apierriPMM

8 months

But when it's outcomes only, the visitor has literally no chance at learning what the product actually does. Maybe I'm biased (because I'm a product marketer)... ...but I believe that the way your product works is actually one of your biggest assets as an early stage startup.

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Anthony Pierri

@apierriPMM

1 year

But those 680m people... are likely using email... which would mean that Slack... would need to convince them... that they are better than email... 🤷🏻‍♂️ #productmarketing #saas #startups

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Anthony Pierri

@apierriPMM

1 year

You might be thinking, "wow, that's so clear! Why did they get rid of it?" There's only one reason: it hurt the executives' egos. "We are so much MORE than an email replacement! We are redefining how work is done!"

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Anthony Pierri

@apierriPMM

8 months

@StuLierich @Superhuman That is a word I've never seen 😂 using context clues, I'm going to guess that's a good thing?

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Anthony Pierri

@apierriPMM

1 year

→ And then to your calendar? We have been conditioned to switch between tools for decades. If your main value prop is "preventing people from having to jump between tools," you may need to go back to the drawing board. (2/2)

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